January 21 2025  |  Retailers

The new partnership will enable advertisers to connect with consumers across the company’s 347+ locations

North American travel retailer WHSmith has partnered with commerce media company SMG to create what it says is the first travel-focused, in-store Retail Media Network (RMN) in North America.

The new WHSmith North America Media Network (WHS Media) will enable advertisers to connect with consumers across the company’s 347+ locations in the US and Canada, including stores at airports, rail stations and resorts.

Strategic timing

The launch comes as in-store retail media spend is predicted to reach US$1.06 billion by 2028. Unlike other travel retail media networks, WHS Media combines in-store and off-site campaigns with data-driven insights to engage with approximately 3 million business and leisure travelers passing through North American airports daily.

The network capitalizes on reaching travelers when they are outside their daily routines and more receptive to brand messaging, creating opportunities for impulse purchases and brand trial among new consumer segments.

Optimization capabilities

The network’s retail media experts will optimize campaign strategies using sales data and metrics such as impressions and click-through rates to ensure campaigns deliver on brand objectives.

“The launch of WHSmith North America Media Network represents an exciting new chapter for WHSmith North America on our ongoing journey to create more exciting and engaging retail experiences for consumers in travel,” says Toby Keir, CEO at WHSmith North America.

“We’ve been hard at work for the past year with the team at SMG to build this entirely unique retail media offering tailored to the needs of our supplier brands, and we are thrilled to bring it to market in partnership with them. With significant store growth in the pipeline, opportunities for brands will only expand.”

Advanced targeting

Spanning Marshall Retail Group and InMotion stores, WHS Media can activate campaigns across diverse touchpoints during peak periods like holidays, sports events and professional conferences. The network offers advanced targeting options including behavioral and location-based data, supported by multiple second and third-party data sources.

“With WHSmith North America Media Network, we’re creating a powerful connection between brands and travelers across prime locations that hasn’t been possible with existing RMNs on the market,” says Sam Knights, CEO at SMG.

“This network combines robust targeting capabilities with experiential marketing, creating memorable brand interactions that extend beyond the shopping journey. As the experts behind the largest Retail Media Networks in the UK, we’re thrilled to launch this unique offering in the US with the brilliant team at WHSmith North America, who are as passionate as we are about revolutionizing retail.”